TELEVISION THE MOST POPULAR MEDIUM A new survey

TELEVISION: THE MOST POPULAR MEDIUM “A new survey commissioned for the annual Edinburgh International TV Festival reports that TV advertising is up to three times as effective as any other medium. ” Source: WARC – quoting a 2009 UK survey by Deloittes and online research firm You. Gov

SALES RETURN • A higher percentage of people will buy a product after seeing it advertised on television Source: Nielsen Media Q 4 2008 – Q 3 2009, question is asked of all respondents who have used that media in the last 7 days

CONSUMER ACTION • Television advertising creates action on a multitude of levels Source: Nielsen Media Q 4 2008 – Q 3 2009, question is asked of all respondents who have used that media in the last 7 days

TELEVISION: MOST POPULAR MEDIA • Television remains the most accessible media, with 98% of the population having watched TV within a week • Growing in strength is Internet, which now has more users within a week than Daily Papers Source: Nielsen Media Q 4 2008 – Q 3 2009 *Magazine readership is ‘any title within it’s publishing period’ – i. e. Weekly, monthly, quarterly

RECALL Media metrics can only measure the opportunity to see – they don’t measure the creative take out • Consider: – What is your favourite Radio Ad? – Favourite Newspaper ad? – Favourite Magazine ad? – Favourite TV ad? • The majority of people when asked will respond with a TV ad top of their list • Findings show TV is more memorable as through combining both visual and audio it engages more of the viewers senses and creates more impact

TV REACHES MORE PEOPLE THAN NEWSPAPERS RESULTS • Television delivers consistently higher levels of reach than newspapers, across all age groups Source: TV - AGB NMR WC 31 Jan 2010, FTA TV only, Press – Nielsen Media Q 4 08 – Q 3 09 Reach & Frequency, Any Daily Newspaper

TV RATES RESULTS • Television is the only medium to show a decrease in rates over the period from July 2005 – June 2008 Comparison of rates KEY/SUMMARY Blue: Newspapers +7%. Yellow: Television -2. 4%. Red: Magazines +5%. Orange: Outdoor +8%, Purple: Cinema +13%. Brown: Radio +7% Source: TV Map , NAB , APN, TRB , Prrads and Val Morgan Television Rates for ONE, 2, 3, C 4, and Prime -1. 4%, Rate decrease fuelled by TV ONE

TV OFFERS COST EFFICIENT CPM RESULTS • As a result TV continues to offer a cost efficient CPM – neck and neck with Magazines against all 10+ CPMs – AP 10+ Source: Various – Against AP 10+, Television 30 sec Peak, Radio 30 sec All Day, Newspapers 40 x 7 mono, Magazines FP 4 C